Seven in ten policy experts still wrongly blame nicotine for smoking-related disease, BAT survey finds

A new international survey commissioned by British American Tobacco (BAT) has found that 70 per cent of policy experts continue to wrongly identify nicotine as the main cause of smoking-related disease – despite growing scientific evidence to the contrary and the wider availability of less harmful alternatives to cigarettes.

The findings, released ahead of the Global Tobacco and Nicotine Forum (GTNF) in Brussels this week, highlight persistent misperceptions about nicotine among policymakers, medical professionals and consumers across 15 global markets, including the UK.

Conducted by research firm Kantar in 2024 and 2025, the survey covered more than 7,000 respondents – including nicotine users, policy experts, and medical professionals – across territories such as the UK, US, France, Japan, and Australia.

While half of the medical professionals surveyed said they discuss smokeless alternatives with patients at least once a week, only one in five felt sufficiently informed to recommend them. More than 75 per cent of healthcare professionals said they trust scientific and public health messaging around tobacco harm reduction (THR), but just 20 per cent considered themselves knowledgeable on the topic.

Kingsley Wheaton, Chief Corporate Officer at BAT, said the results show that “while change is possible, it’s not a given.”

“We’re seeing green shoots of progress, especially where we’ve launched new product innovations and invested in clear, science-led communication,” he said. “But the data also tells us we must go further and faster and equip those making decisions with the latest scientific evidence about smokeless products.”

The research found that 65 per cent of policy experts still favour cigarette-equivalent or stricter regulation for smokeless products such as vapour, heated tobacco and nicotine pouches – an approach BAT says runs counter to tobacco harm reduction principles.

Among the three product categories, oral nicotine pouches were viewed most positively across markets, followed by vapour and heated tobacco products.

Regional data showed particularly strong perceptions of oral pouch products in Sweden, where around 80 per cent of policy experts, medical professionals and users said they see them as less harmful than cigarettes. In France, 89 per cent of medical professionals agreed that vapour products are potentially less harmful, while in the UK, more than 60 per cent of smokers viewed oral nicotine pouches favourably.

However, misperceptions about nicotine’s health impact remain high in Western markets: over 85 per cent of policy experts in the US, France and UK still incorrectly associate nicotine with smoking-related diseases.

BAT said the survey results reflect its ongoing commitment to advancing a science-based dialogue on tobacco harm reduction with regulators and public health authorities.

“We remain committed to working with public health authorities, regulators and scientists to ensure accurate information reaches consumers,” Wheaton added.